Peter Guber
Peter Guber
Howard Peter Guber is an executive, entrepreneur, educator, and author. He is Chairman and CEO of Mandalay Entertainment. Guber's most recent films from Mandalay Entertainment include The Kids Are All Right, Soul Surfer, and Bernie. He has also produced Batman, The Witches of Eastwick, and Flashdance. Guber's films have earned over $3 billion worldwide and 50 Academy Award nominations...
NationalityAmerican
ProfessionProducer
Date of Birth1 March 1942
CountryUnited States of America
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When you want to move somebody, you have to say to yourself: 'I'm in the emotional transportation business. I gotta move them, emotionally.
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Today everyone, whether they know it or not, is in the emotional transportation business. More and more, success is won by creating compelling stories that have the power to move people to action. Simply put, if you can’t tell it, you can’t sell it.
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Think about all the great leaders. Think about Obama. Think about Clinton. Think about Nelson Mandela. Think about all the people that we know who are very successful in business, in politics and religion. What are they? They tell purposeful stories. They move people to action by aiming at the heart.
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'Tell to Win' reveals the key elements that tellers of purposeful stories utilize to engage their listeners and turn them into viral advocates of the tellers' goals.
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Tribalism isn't a bad thing. If you're a Facebook user, or Twitter user or Foursquare user or LinkedIn user, those are all tribes... and they may even have sub-tribes. It's not pejorative, it's declarative.
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So when you tell a joke, you want to make someone laugh, or if you tell a story about someone who had a heart attack, it may be because you want the listener to exercise. Stories are tools to create social cohesion and to get humans to strategize together.
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We tend to become social core groups, whatever our similar interest and background where we came through. It tends to be a filter through which people see themselves. It can be all different ethnicities. They can see themselves as San Franciscans, or Warriors fans. You want to build a tribe of viral advocates for that team.
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The magic happens when you take facts and figures, features and benefits, decks and PowerPoints - relatively soulless information - and embed them in the telling of a purposeful story. Your 'tell' renders an experience to your audience, making the information inside the story memorable, resonant and actionable.
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Well, the idea is that failure is an inevitable partner on the road to success and, if you're not willing to confront failure, you can never find out how good you are.
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The idea is, we're still a society where we recognize and see and even sometimes seek members of our own tribe, whatever that tribe is. It could be ethnic, religious, geographic, political.
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Telling purposeful stories is interactive. It's not a monolog. Ultimately, purposeful tellers must surrender control of their stories, creating a gap for the listener(s) to willingly cross in order to take ownership. Only when the listener(s) own the tellers' story and make it theirs, will they virally market it.
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When somebody is enthusiastic about a job opportunity - but gives off the feeling that this is not the only one they have on the table - they become more seductive in the employer's eyes. You become more desirable because it shows that you're making a conscious and thoughtful decision for the right reasons.
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Without social cohesion, the human race wouldn't be here: We're not formidable enough to survive without the tactics, rules and strategies that allow people to work together.
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The minute you start the process of deciding to make a film and you're communicating that vision to anyone, you're in the process of selling. If you don't understand that, you're not in show business. You're just not.